Post on 28-Dec-2015
Interactive/Enhanced TV
DALs, ads and mini DAL’s
Agenda
What is interactive and enhanced
Show examples of Interactive and Enhanced TV
Talk about advantages of these approaches
Interactive TV
Tends to sit outside the broadcast channel
Uses the TV as a communications device
Can include Video but this is not directly related to the iTV content
Should not be “web on TV”
People need information in the right context e.g. in their seat
Ordering pizza, finding football results, headline news etc
Not heavy research but limited, focused content based on the needs of the viewer
Son of Ceefax
See a demo of the BBC version
http://www.bbc.co.uk/digital/tv/tv_interactive.shtml#
Interactive TV – TV commerce
Dedicated channels can be expensive
But can be profitable e.g. In 2001, 60% of Domino’s Pizza’s ecommerce transactions were through iTV platforms, roughly £2.2 million in total sales and over 13,000 orders a month. (Source:Revolution, Jan 2002)
So a focus is essential as wide ranging brands (catalogues, supermarkets) can be harder to perform as tasks in iTV environments
New methods of development for iTV
Using a Sky Emulator with WTVML
Available from
http://lookinglocal.gov.uk/wiki/display/cmsha/08.+Looking+Local+Emulators
(see the PC based emulator at the bottom of the page)
This is the Sky WTVML system (see http://en.wikipedia.org/wiki/WapTV and http://www.waptv.com/)
WTML is a variant of WML with some extra commands to assist in display on TV devices
Full standard can be downloaded from http://webapp.etsi.org/workprogram/Report_WorkItem.asp?WKI_ID=19886
That’s Interactive
So what’s enhanced?
Enhanced TV
General definition is anything that adds to/sits on top of the broadcast stream
• Programme like Rugby World Cup game runs on a channel press the red button you get
– additional statistics
– highlights
– different commentary etc
Most popular use is in Advertising
Broken into 4 categories
DAL’s (Dedicated Advertiser Location)
Mini DAL’s (smaller version of above)
Impulse Response/CTA “Call to Action” (“Press Red NOW”)
Microsite (like a CTA) but with a dedicated screen behind it
Costly system of advertising
but can be effective in certain sectors
• ITV cost examples (PDF)
• Looking at a minimum of 4K for a 28 day campaign plus cost of bandwidth and feedback capture
• Very popular in the younger demographics: 53% are in the 16-34 age group and 52% are ABC1’s. Source:Sky Active/BMRB Audience Interaction Monitor, November 2005.
Background to Advertising
ITV provide background production notes at
http://www.itvmedia.co.uk/advertising-on-itv
Now some thinking time
We’ll have a look at some case studies
Think about the following
What advantages does the type of Enhanced TV they have used provide the advertiser?
How did they measure success?
Why might that be important to the brands?
Case Studies
The Army on Bravo
Laithwaites on UK Food
Warburtons on UKTV